New Australian research from LinkedIn, Starcom MediaVest Group, and comScore about social and the technology vertical. As presented by Mike Weir, LinkedIn Global Head of Technology at the Tech Breakfast in Sydney on October 2nd.
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Sydney Tech Breakfast: Presenting the Social Bridge to the IT Committee
1. The Social Bridge
to the IT Committee
How trusted content on social media
builds relationships with IT buyers
Commissioned study
conducted by:Australia
2. Through decision
making process
60%
Buyers are highly informed, savvy, and demanding
Source: CEB, “The Digital Evolution in B2B Marketing”, 2012
First contact
with brand
3. Why is it so critical to foster
long-term relationships?
4. THE IT COMMITTEE
They work
cross functionally
45% Work outside of IT
They include individual
contributors and managers
50% are individual
contributors or managers
These scarce influencers include more than the IT
department and the Executive team
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
5. LinkedIn partnered with comScore, Starcom MediaVest Group,
and Mashwork to understand today’s B2B IT Committee
comScore: Q3 2013
SMG / Mashwork: 2012
LinkedIn data: Q2 2013
What are they thinking?
100 IT Committee members
What are they saying?
3,000 tech posts from public
LinkedIn Groups
What are they doing?
IT decision makers on LinkedIn
6. Key Findings
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
Make the vendor shortlist by
fostering long-term relationships,
while serving short-term needs via
lead generation.
The vendor shortlist is more
exclusive and critical than you
think.
Social media is not just for
connecting with peers. The IT
Committee actively seeks insights
& conversations with vendors.
7. The IT Committee actively seeks
conversations with vendors on
social media
8. Nearly all of the IT Committee use social networks
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
2013
90%95%
2012
78%
Use social network monthly for business
9. The reason? Social media – LinkedIn especially – provides
them with trust, efficiency, relevance, and access
Source: Commissioned study conducted by Forrester Consulting in Australia on behalf of LinkedIn, Q3 2012
Access
A
Access a
broader network
50%
Relevance
R
Relevant context to
connect with vendors
34%
Efficiency
E
Quickly
find information
47%
Trust
T
Learn from
trustworthy peers
66%
10. TERA continues to drive even deeper utilization across the
entire IT decision process
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
37%36% 22% 48% 71%
Implement
66%
Select
74%
Plan
69%
Scope
76%
Awareness
81%
Influence of social media at each stage of decision making
YoY
Increase
11. As the IT Committee use social to learn and debate, they’re
looking to vendors to participate
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
61%
Open to connecting with
vendors on social
Ready to have a conversation
with a vendor on social
76%
13. The IT Committee already have a good idea who they want to
work with
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
vendors make their short listOnly 3
purchased from a vendor that made the short list93%
purchased from a new vendorOnly 1 in 5
15. Old ways of communicating don’t work and can turn off your
audience
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 15
Top 5 reasons the IT Committee doesn’t connect with a
vendor on a social network
02
Talk too much about
themselves
03
Don’t believe would provide
any credible information
01
Don’t want to receive a lot of
marketing materials
04
Not thought leaders in
the category
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
05
None of my peers are following
them
17. Traditional lead generation can hurt relationships… social is
about earning leads
Sweet Spot
Social
Relationships
Valuable
Content
Traditional
lead generation
18. Context matters. Credibility and trust drive brand perception
and willingness to consider a vendor for the shortlist
2 x more people trust LinkedIn over other websites for
Connecting more efficiently with vendors and relevant companies
Receiving information relevant to my IT decisions
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
19. Vendors who interact with the IT Committee at a high rate are
more likely to create promoters
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
Engagement on LinkedIn Prior To Purchase
Vendor Net Promoter Score
24
NONE
70
2+ TYPES
20. Engage the IT Committee everywhere they learn
FEED
MOBILE
GROUPS
INMAIL
37. Adobe drives thought leadership
with Sponsored Updates
50%
more likely to agree that
Adobe is “shaping the future
of digital marketing”
2.5×
more likely to agree Adobe’s
Sponsored Updates capture
their attention
79%
more likely to agree that
Adobe can help optimize their
media spend
38. HubSpot drives high-quality leads
with Sponsored Updates
400%
more leads within their target
audience than lead generation
efforts on other platforms